DIY Revolution: Design And Sell Your Own Keds Creations

12/14/09

Laura Feinstein

As part of their upcoming project called Keds Collective, the shoe giant is letting would-be designers create their own kicks (using the standard Keds models) and sell them at select stores at both retail and wholesale rates.

Brands letting their customers “Design Their Own” version of the product is nothing new, however classic-shoe maker Keds is taking this concept and pushing it into the digital age. As part of their upcoming project called Keds Collective, the shoe giant is letting would-be designers create their own kicks (using the standard Keds models) and sell them at select stores at both retail and wholesale rates.

According to the Wall Street Journal:

“The program involves a “wholesale business-model change” for Keds, says the company’s president, Kristin Kohler Burrows: “Marketing has evolved into a conversation with the consumer.” The shoes don’t permit total customization; the fit is uniform. But the patterns, embellishments, trim, color and other details can be chosen from a palette or, in some cases, uploaded and incorporated into the factory system.”

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